Yahoo is making huge steps in the mobile advertising marketplace, as it is set to surpass Twitter for the third-largest company in mobile advertising in the US.
Yahoo is now projected to be the largest gainer of U.S. mobile-ad market share between 2014 and 2016, according to new data from eMarketer out today. Yahoo’s mobile-ad slice will climb to 3.74% in 2015 and to 4.2% in 2016. While still tiny, it’s enough to push Yahoo ahead of current number three player Twitter, which will have 3.69% market share next year and 3.8% in 2016. Google and Facebook remain the biggest U.S. mobile-ad companies, with 35% and 17% shares next year respectively.
The fact that yahoo has made such significant gains in the mobile advertising space shows that one of Marrisa Mayer’s drives in 2013 is paying off. She challenged a team, aptly named the “Moneyball” team to create a “new ad feature that would run across mobile devices and desktop personal computers — and gave them 45 days to complete it.”
It also shows that advertisers should be looking at mobile advertising on Yahoo to enhance their current mobile campaigns. By surpassing Twitter, they will be a serious player for mobile advertising space, and is one that will earn Yahoo the gross revenue of 1.2 billion this year alone.
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